by Justin Arnold, Regional Director – North West England
Following the previous blog, I want to examine how you begin prospecting. Below, I have put together a simple guide for getting started. I then cover some proven tips for finding good-fit prospects who will be more likely to become customers.
How to Prospect
Unproductive prospecting is a timewaster. I recommend the inbound way and put together a basic framework that applies to all sales processes. But with a twist.
We understand that everyone has their approach. So, we’ve also weaved in personal prospecting tips and tricks from the best salespeople we know.
Pick and experiment with whatever works best for your own sales pitch.
1. Research your prospect and their business to gauge whether you can provide value
I will go over this again and again in this blog because this is by far the most essential aspect when prospecting. We must ensure that we’re qualifying our prospects to improve our chances of providing value to them or their business.
In this stage of prospecting, we’re looking to accomplish a few goals:
2. Prioritise your prospects based on their likelihood of becoming a customer
Prioritising our prospects can save us time and ensure we’re dedicating our most concentrated efforts to prospects most likely to become customers.
Levels of prioritisation will vary between each type of sales organization and each salesperson. Still, the main idea is to create a few buckets of prospects based on their buying likelihood and focus on one bucket at a time.
3. Prepare a personalised pitch for each prospect
In this step, we’ll gather in-depth information on our prospects to hone our pitch and personalise our outreach. So first, we must determine what our prospects care about.
We can do this in a few ways:
Once we’ve learned more about our prospect’s business and role, we need to find a reason to connect.
Do we have mutual connections?
Has there been a trigger event?
Have they recently visited our website? If so, which search terms drove them to our site? Which pages did they look at?
If we want to get more high-level with our prep, we can create a decision map to outline our prospect’s options and end goals. This will help us better handle any objections and personalise a pitch that resonates with your understanding of their objectives.
We could also conduct a competitive analysis to determine how we can better position our company’s service or product within a specific industry and how we can combat prospects’ objections.
4. Craft the perfect first touch — and ensure you’re helping, coaching, and not selling
Whether calling or emailing, our outreach should be highly tailored to our prospect’s particular business, goals, and industry.
Keep these general tips in mind when contacting a prospect, whether on the phone or through email:
5. Iterate on your prospecting process to understand what you can improve
Keep notes throughout this process to assess what activities generated value for the prospecting process and which wasted time.
After each contact with a prospect, we should assess how well we:
Self-reflection is a crucial technique to develop; it will help you improve your sales prospecting techniques for the future.
Now, let’s look at a few tips from the sales desk on how to qualify prospects better and win more deals.
Look for the next blog in the series; #3 Sales Prospecting Tips and if you have any questions, please reach out to me at any of the below.